In this fully updated second edition, Nicholas Ind demonstrates how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This can be achieved by building meaning, purpose and values into the organization to foster a culture of enthusiastic employee participation. This practical and inspirational book is about how organizations can empower and enthuse their employees to create ‘brand champions’. The themes of Living the Brand are:
employees flourish in organizations where they identify with the brand;
organizations flourish when the brand has relevance and creates meaning;
purpose and values are not created – they exist; the issue is how well they are articulated and embedded;
brand clarity creates freedom;
brands come to life when the boundaries between the internal and external blur;
stories and myths are important for sustaining brands;
living the brand requires imagination.